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Skincare, makeup, haircare, fragrance and tools, each with its own ranked shortlist.

SkincareSerums, cleansers, SPFCleansers, serums, moisturisers and sunscreen — the category where ingredient quality matters most and where marketing language does the most damage. We score formulas on what is actually in them at what concentration, not on the claim on the front of the bottle.See the ranking
MakeupBase, lips, eyesFoundation, concealer, lips and eyes. Shade range carries real weight in this category's score: a base product that only matches half the country is a worse product, however good the formula is.See the ranking
HaircareShampoo, oils, treatmentsShampoos, conditioners, oils and scalp treatments, scored on what they do over six weeks rather than what your hair feels like the first evening.See the ranking
FragrancePerfume, mists, attarsPerfumes, body mists and attars. Longevity and sillage are measured, not guessed, and we say plainly when a mist is priced like an eau de parfum.See the ranking
Bath & BodyWash, lotion, sun careBody wash, lotions, scrubs and body sunscreen — the products people use the most of and research the least.See the ranking
Tools & DevicesBrushes, rollers, devicesBrushes, sponges, rollers and at-home devices. Build quality and whether the thing survives a year of real use decide most of the score here.See the ranking